Hattiesburg – A new book co-authored by Dr. Jae-Hwa Shin of The University of Southern Mississippi refines the emerging definition of public relations and provides a new theoretical framework that reinforces the need for professional practitioners to be grounded in public relations scholarship.

“Public Relations Today: Managing Competition and Conflict,” recently released, defines public relations as the management of competition and conflict on behalf of one’s organization, and, when possible, also in the interests of the groups that affect the organization.

Since its emergence as a publicity function for business and nonprofit sectors, the field of public relations has evolved over the past century to encompass a broader range of activities. A lack of consensus among scholars and professionals about the central role and essential definitions of public relations, however, has perpetuated the idea that anyone can practice public relations.

“There seems to be a common misperception that public relations is a glamour function, relegated to creating favorable publicity and coordinating special events,” says Shin, who is an assistant professor of public relations at The University of Southern Mississippi. “The reality is that public relations is much more robust than that. Conflict is an inevitable part of all organizational environments, and public relations professionals must be adept at resolving it.”

In addition to serving as an introductory and advanced text, the book also explores numerous “real-world” cases of public relations practices from organizations such as Wal-Mart, Nike, Microsoft and Google. Unlike previous introductory texts, the book examines these cases from a theory-based perspective, exposing students to what the Institute for Public Relations calls “the science beneath the art of public relations.”

Dr. Chris Campbell, director of the Southern Miss School of Mass Communication and Journalism, said he expects Shin’s book to provide an insightful reference for contemporary public relations practice.

“Given the fact that public relations scholarship has a shorter history than many other disciplines, it’s important for academics to continue to explore and document the field from different perspectives,” Campbell said. “While this book should serve as a great companion for introductory courses, I also expect that it will help to strengthen the discipline’s identity and provide practical insight for students seeking careers in the field.”

Shin’s co-authors on the book are Dr. Glen Cameron, Dr. Dennis Wilcox and Dr. Bryan Reber. 

Over the last decade, Shin has researched a wide range of topics in public relations, including strategic conflict management, agenda building in the media process, political campaign strategies and health communication evaluation. Her research has been published in “Journalism & Mass Communication Quarterly,” “Public Relations Review” and other renowned journals, and she has presented her work at national and international conferences.

She has been nominated for national and international-level awards and won the Best Dissertation Award of 2002-04 for “Strategic Conflict Management of the Source- Reporter Relationship between Public Relations Practitioners and Journalists” from the Public Relations Division of the International Communication Association, the largest professional association in the field.

In addition to her academic track record, Shin also has six years of professional experience working as a public relations director for both profit and nonprofit organizations.

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About The University of Southern Mississippi
The University of Southern Mississippi, founded in 1910, is a comprehensive doctoral and research-extensive university fulfilling its mission of being a leading university in engaging and empowering individuals to transform lives and communities.  In a tradition of leadership for student development, Southern Miss is educating a 21st century work force providing intellectual capital, cultural enrichment and innovation to Mississippi and the world.  Southern Miss is located in Hattiesburg, Miss., with an additional campus and teaching and research sites on the Mississippi Gulf Coast; further information is found at www.usm.edu.